Service Quality Influences the Loyalty of Thai Tourists Using Type 3 Hotels in Mueang Chiang Rai District, Chiang Rai Province

Abstract

The objectives of this research were 1) to study the service quality influences the loyalty of Thai tourists using Type 3 hotels in Mueang Chiang Rai District, Chiang Rai Province. and 2) to study guidelines for developing service quality influences the loyalty of Thai tourists using Type 3 hotels in Mueang Chiang Rai District, Chiang Rai Province. This study utilized a quantitative research design. The sample consisted of 385 Thai tourists who stayed at Type 3 hotels in Mueang Chiang Rai District, Chiang Rai Province, for at least one night. The researcher employed stratified random sampling. A questionnaire was used for data collection. The data were analyzed using descriptive statistics, including Mean and Standard Deviation, and inferential statistics, specifically Multiple Regression Analysis. The findings revealed that 1) service quality influences the loyalty of Thai tourists using Type 3 hotels in Mueang Chiang Rai District, Chiang Rai Province, consisted of 5 dimensions reliability assurance empathy tangibles and perceived price fairness, which were statistically significant at the 0.05 level. and 2) Guidelines for developing service quality influences the loyalty of Thai tourists using Type 3 hotel in Mueang Chiang Rai District, Chiang Rai Province. The findings of this research can be applied to improve service quality to achieve a competitive advantage.